We all love a good horror story, but not when it comes to our clients. As marketing professionals, so much of our attention is focused on bringing in new clients. We pour our time and energy into meetings over coffee, product demos, and demonstrating all the ways in which a partnership would be beneficial. Sometimes we land the deal. Others, the accounts we’ve been vying for go radio silent. Or, in dating terms, they “ghost” us.
This spooky season, the team and I wanted to share with you a few strategies for keeping prospective clients engaged. That way, the only ghosts you experience are costumed trick-or-treaters!
The following are five effective ways to keep prospective clients engaged and interested in your business.
- Maintain Clear and Regular Communication
One of the most common reasons for ghosting is a lack of consistent communication. Make sure your prospective clients know you’re attentive to their needs and concerns. Respond to emails, calls, and messages promptly — ideally, within one business day. Keep them updated on the progress of your discussions, provide a list of action items and a clear timeline for next steps. When clients see that you’re responsive and committed, they are less likely to disappear.
- Personalize Your Approach
A one-size-fits-all approach doesn’t actually fit all. Each client has specific needs and pain points. Tailor your strategic approaches and interactions accordingly. Show your incoming clients that you understand their goals and the nuances of their business. When prospects see that you’ve put in the effort to understand their unique situation, they are more likely to engage with you.
- Demonstrate Your Expertise
Show your prospective clients the value of working together from day one. Share insights, industry knowledge, or resources that can help them even before they commit to your services. By providing value upfront, you build trust and credibility, making it less likely for clients to ghost you because they see the benefits of working with you.
- Persistent and Respectful Follow-Ups
It is important to follow up with your prospects in a strategic and respectful fashion. Don’t spam their inbox, but don’t go radio silent either. We all get busy, prospective clients included. If you haven’t heard from your contact in a few business days, send a friendly message. Use the message as an opportunity to remind them of the solutions your team can offer. Push the value you can add to their business, not the sale.
- Invite Them to Coffee
Meeting in a casual setting to discuss business can be just as effective as meeting in an office — sometimes more so! It decreases the pressure felt by both vendor and prospect and allows for creating personal connection. Building trust and rapport with your prospective clients is essential for a lasting working relationship. The more comfortable they are with you, the less likely they are to ghost you.
Sometimes, you do all of the above and your prospect still disappears. If that’s the case, then the partnership wasn’t meant to be — in general or at that time. Being ghosted isn’t always a reflection of your abilities or services. It can be due to external factors or changing client priorities. Stay persistent and professional, and you’ll increase your chances of turning those prospects into valuable clients. By implementing these strategies, you’ll create a more engaged and responsive client base, fostering long-lasting business relationships.
Jenna is a marketing and fundraising professional from Chicago, Illinois. She’s a “Jane of all trades” when it comes to marketing, with extensive experience in campaign strategy, content creation, project management, analytics, client relations, and more—but she specializes in copywriting and strategy because that’s way more fun. Jenna can transform even the most jumbled ideas into a cohesive and meaningful message. She also has an unhealthy relationship with em dashes. If you know, you know.
When she’s not working, Jenna enjoys singing with the Apollo Chorus of Chicago, losing to her friends at cards, beating those same friends at Scrabble, going on long walks, and drinking way too much coffee. By the time you’re reading this, Jenna will also likely be working towards a master’s degree in environmental humanities at the University of Glasgow in Dumfries, Scotland.